Creativity – it’s a word that is used a lot in the world of digital marketing campaigns. Companies are seeking it and influencers are embodying it – but what happens when that creativity all starts to look the same? Things can get pretty boring and ultimately – ineffective.
That’s right. Let’s take, for example, a campaign about pie.
There are only so many posts anyone wants to read about why pie for dessert is a foundation for all your family holidays, because it reminds you of growing up with your grandma/mom/aunt in the kitchen. After two or three posts of that nature, the reader is going to get bored, stop reading or engaging and when he or she sees it at the store they’re going to have an immediate negative association. Three strikes and this brand or company has lost a potential consumer.
Of course, you might think your story is heart-warming and catchy, but realistically, the aforementioned storyline is tired. The real driving force behind so many different digital marketing campaigns is both creativity and variety. When you can present both, there is marketing power.
Before proposing a campaign idea to a brand or company for consideration, ask yourself these three questions:
There are many ways to keep an audience interested, but the most important, particularly when the topic is something that has been around awhile, is to present it in a way that has not been done before. Let’s use our topic of pie as an example. It’s a food that has been around for years, so approach it from a new and exciting angle. Perhaps pitch the idea of different ingredients to make an unconventional crust, like pretzels or popcorn, or talk about funny food holidays, like National Pie Day on January 23rd.
Talking about the topic at hand in a new way is important, because it prompts the reader to engage. Sure they’ve heard of pie (who hasn’t?!), but popcorn crust? Tell me more.
As digital marketing moves to the forefront of how brands and companies reach consumers, engagement is one of the top ways a campaign’s success is measured. Likes, comments, questions and conversation all lead to one thing – conversion.
When influencers create posts for campaigns, it should be in an effort to both inform and engage their audience. The likelihood of someone engaging with an idea they haven’t thought of previously is much higher than if it’s a concept or idea they’ve seen over and over, which makes the originality discussed in step one so important. 64% of marketers said that increasing audience engagement was crucial for their social marketing strategy. (source)
Taking a topic and making it relevant to the reader is pertinent to campaign success. An influencer can write an amazing post about six different types of pie crusts to try with high levels of engagement, but if they don’t make it applicable to the reader, it’s moot. Taking the next step and making it relevant to whoever is reading creates a bridge to conversion. Why should this brand or company matter right now?
With our pie example, perhaps there is an upcoming holiday, so now would be a good time to weave your story into the post. Maybe share how you grew up making pies in the kitchen with your family and wanted to make those same memories with your own kids, so here are six new ideas to try. People love stories, because it does create that warm and fuzzy feeling, but it also helps them clarify the connection and how it’s applicable in their own lives. In fact, a study found that 71 percent of consumers are more likely to make a purchase based on a social media reference.(source)
The combination of interest, engagement and relevance builds the groundwork for a campaign’s success. When influencers are able to combine the above, as well as harness both creativity and variety, effective marketing is born.
About the Author: Kait Hanson is a Hawaii-based writer who focuses on food, travel and lifestyle topics. She is a bar columnist for Metro Honolulu and contributing writer for Huffington Post, Buzzfeed, People Magazine and more. When she’s not writing, she can be found trying a new restaurant with her husband or playing with her two chocolate Labs, Judy and Bill, at the beach.